Red is set to shake up the food and beverage industry in 2021 thanks to its ability to spark powerful emotions, according to EXBERRY^® Coloring Foods supplier GNT Group.

Red has long been an iconic shade in the worlds of cosmetics, beauty, fashion, film and design. As we approach 2021, GNT says red is now ready to invigorate the world of food and drink.

The global pandemic has taken consumers outside their comfort zones, leading them to break free from old habits and search for something new. GNT believes red can connect with this desire for discovery and help signal the start of a new era.

Associated with sporting dominance, red is a shade that signifies power and energy. It is globally recognized as the color of love, too, with the ability to fire up strong feelings of passion and desire.

GNT is also highlighting red’s ability to add a sense of excitement and exploration to food and drink, with its appeal among the Instagram generation providing another key reason for the shade’s growing popularity.

Maartje Hendrickx, GNT’s Market Development Manager, said: “Red was the natural choice for our new Love Color with EXBERRY^® campaign. It epitomizes human vitality, creating energy, passion and positive action, and brings real excitement to food and drink products. Red is well known for its ability to command instant attention and it’s a color you won’t be able to ignore in 2021.”

With consumers demanding clean and simple ingredients in their food and drink, GNT offers a range of red EXBERRY^® Coloring Foods made from raw materials such as radish, carrot, sweet potato, hibiscus and berries including elderberry and chokeberry.

Like all EXBERRY^® products, GNT’s red shades are made from fruit, vegetables and edible plants using physical manufacturing processes and no chemical solvents. As a result, they can provide the perfect clean-label replacement for colorants such as the azo dye Allura Red AC and carmine.

GNT also controls the entire EXBERRY^® supply chain, enabling the company to guarantee all products meet its rigorous quality and sustainability standards as well as ensuring year-round availability.

Maartje Hendrickx added: “EXBERRY^® is based on the principle of coloring food with food, using plant-based pigments to unleash products’ full potential. Trusted by manufacturers all over the world, our Coloring Foods can deliver exceptional shades for practically any food and drink application.”